Sell-side advertising platform provider Magnite has launched Live Stream Acceleration (LSA), a technology it says is designed to help connected TV publishers to optimise their live ad inventory programmatically.
LSA is already being used by Sling TV. According to Magnite, by using the product for live sports for five weeks, Sling TV was able to achieve a 47% uplift in ad conversions compared to the previous five weeks. The company says it enabled ad delivery which otherwise would have been lost through being timed out, equivalent to 51 seconds of advertising air time on a standard one hour live event.
Magnite says it is can enable advertisers to improve the likelihood of their ads being served through its ability to regulate queries at times of audience spikes.
“Live CTV is a key differentiator for Sling, there is no better or more valuable medium for advertisers to reach highly engaged viewers, in real time, with personalized, relevant messaging.Utilizing LSA allowed us even greater, more efficient, deliveries of live-viewing audiences to our advertisers, while simultaneously delivering an enhanced experience for our customers, all while maintaining the highest privacy standards,” said Jessica DuFresne, head of ad ops and digital ad tech, DISH Media.
“Live CTV offers a can’t-miss opportunity to engage with a highly receptive audience, but has historically been harder for advertisers to activate against due to its unpredictable nature and limited available inventory. LSA is built to handle the complexities of live CTV, creating efficiencies that benefit publishers, advertisers and viewers alike,” said Paige Bilins, SVP of product management at Magnite.